Abstract: | Conclusion Culture marketing involves no new principles not found in marketing to the dominant superculture. It deserves special attention,
however, because of the growing importance of subcultural markets such as the $64 billion United States market of 24 million
black consumers, or of the massive global Third World market. It deserves special attention also because of the threat of
alienation that may accrue from failure to communicate with consumers “in their own language.” |